How do you carry out effective product and service development for fragmented target groups? How to use different marketing channels and platforms? How do you create content that is interesting to the target audience?

We base our segmentation approach on underlying consumer behaviour and motives specific to the topic at hand. We believe that consumer behaviour is a decisive factor in segmentation for commercial purposes even though values and attitudes also play a role. Effective segmentation combines consumer behaviour data with information on attitudes, values, needs and motives.